The art of amenity kits

One of the most coveted in-flight experiences is opening the amenity kit to discover its delights - a miniature flacon of perfume or a cult- brand lip balm, perhaps, nestled with the toothbrush and eye mask. Full-service airlines increasingly compete to deliver a superior experience and win the loyalty of fliers in premium cabins, using designer kits, fancy sleepwear and pillows as objects of desire. In May, Qantas released its Qantas Curates initiative, working with Australian contemporary art curators to select artworks from 16 Australian artists, designers and photographers to create unique amenity kits which represent Australian culture. Ms Olivia Wirth, Qantas Group executive of brand, marketing and corporate affairs, says the airline's vision is to grow awareness of contemporary Australian art and give travellers a collectible piece to take home. "Along with in-fligh...